Houdini Sportswear, the Swedish sustainable sportswear brand, is launching Less, a new minimalistic multifunctional smart apparel selection meant to be worn for every occasion–either for work or for leisure, for the city or the outdoors.
This capsule was launched on 14 April 2023 and was available for order until 30 April exclusively from the brand's website and the Houdini flagship Store in Stockholm. Delivery is planned to happen in about one month from order.
The Less Jacket costs €450 and the Less Pants cost €350. The items of this capsule have a genderless look, but in order to offer different fits depending on the customer’s preferences, Less is available in men’s and women’s styles, in sizes that range from S to XXL for men, and from XS to XL for women.
As Houdini is focused on finding alternative solutions to overproduction, fast fashion and warehouses full of garments no one wants, its newly launched collection offers ultra-lightweight, versatile and minimalist pieces meant to set a new standard in fashion.
The new “Less” capsule was not designed for a predefined occasion or activity, but is suitable for an apéritif in the city, a hike in the Dolomites, for commuting as well as for a business meeting according to Houdini's belief that freedom is connected with reducing a wardrobe made up of less multipurpose, smart and functional pieces.
Less is made of C9, an ultra-lightweight but durable woven rip stop fabric that is very soft against the skin, offers high breathability and comfort.
The Less Jacket and Pants have a pre-shaped fit that facilitates and follows everyone’s move.
Each piece has been designed according to a special 3D-technology combined with unique craftsmanship.
Every inch of the selection was carefully considered, all cut lines were minimized, and every detail stripped down to the essentials to reduce bulk and improve durability. Therefore, to produce less waste, products are made from a single piece of fabric.
Therefore, when designing and producing each item they considered one formula: "P x V + L” where “P” stands for impact in production, “V” for volume, and “L” for lifestyle, continued Danielsson.
“Since Less styles are made to order, a minimum of waste in the production process is guaranteed (P). As the collection is designed to offer exceptional versatility, it allows for a more pared-down closet (V), so it's possible to get by with much less. This alone can cause a change in mindset and lead to a change in behavior as well as lifestyle of the end consumer (L),” he added.
Less Jackets and Pants are made with a quick drying fabric made up of 70% Eco Circle recycled polyester, and 30% polyester, a material that is entirely PFAS free and guarantees up to 30 SPF sun protection. The items are completed with magnetic closures, and patch pockets closed with YKK zippers.
[A]industri is a Swedish apparel manufacturer, specialized in sustainable and innovative garment design and production.
The company’s team includes fashion designers, cutters, pattern makers, and digital designers from six different countries.
Both are long-time fashion insiders. Wirell is a textile industry expert specialized in production and sourcing both locally and internationally. She began her career as a sample machinist and has since progressed to leading and developing teams and companies.
Lindquist is an experienced fashion designer and men's tailor who has both academic and industry experience. In 2015, he completed his PhD with a thesis titled "Kinetic Garment Construction," and has worked as a freelancer for brands such as Nudie Jeans, Puma, Salomon, and Vivienne Westwood. In 2016, he co-founded the fashion studio Atacac.